See what happens when you don't read!
Here's the copy:
"The new advertising campaign for The Gift of Reading®
was designed by bleublancrouge on the basis of the following message:
“When a child doesn't read, imagination disappears.” To convey this
idea to the general public, the different advertisements show fairy
tale characters, such as Cinderella and Peter Pan, slowly fading away
in hospital. These characters represent the imaginary worlds of
children without access to reading, which are likely to disappear over
Not a great fan of scarevertising, but these are pretty cool.